u drive. u text. u pay. 2021 social media playbook
TRANSCRIPT
U Drive. U Text. U Pay. 2021 Social Media Playbook 2 of 15
How to Use This Playbook
This document is a social media playbook for the 2021 U Drive. U Text. U Pay.
campaign. It includes specific content and assets, along with instructions, to
address drivers and inform them to never drive distracted. The content in this
playbook is designed for easy posting and seamless integration into your current
social media strategy. Your efforts throughout the year may help save lives.
U Drive. U Text. U Pay. 2021 Social Media Playbook 3 of 15
Table of Contents
Campaign Overview 4
¾ Campaign Summary 4
¾ Objectives 4
¾ Posting Strategy 5
Social Media Content 6
¾ Content Organization 7
¾ Post Examples 8
¾ Sizes Available 9
¾ Content 11
NHTSA Contact 15
U Drive. U Text. U Pay. 2021 Social Media Playbook 4 of 15
Campaign Overview
U Drive. U Text. U Pay. Campaign Summary
In 2019, more than 2,800 people lost their lives in crashes involving distracted drivers.
Anything that takes attention away from the task of safe driving, especially texting,
is a distraction. By reminding drivers of this fact, we can prevent injuries and deaths
related to distracted driving. The act of texting and driving is not only unsafe but also
illegal and a ticketable offense.
The goal of the U Drive. U Text. U Pay. campaign is to remind drivers that officers are
stepping up enforcement of anti-texting and driving laws and to educate drivers on
the consequences of texting while driving.
Objectives
¾ Motivate drivers to leave their cell phones alone while driving
¾ Promote awareness of the personal costs of distracted driving
¾ Remind drivers of the consequences of distracted driving
U Drive. U Text. U Pay. 2021 Social Media Playbook 5 of 15
Posting Strategy
The 2021 U Drive. U Text. U Pay. campaign will run from April 5 to April 12. In
addition, April is Distracted Driving Awareness Month. It is encouraged to post
throughout this enforcement period to reinforce the paid placements that will
occur at the same time, as well as throughout the month of April. However,
these assets can be utilized year-round within your existing social media
strategy to maintain a constant safety message regarding distracted driving.
Below are relevant hashtags to use when posting about the campaign to tap
into conversations about distracted driving safety:
¾ #JustDrive
¾ #UDriveUTextUPay
¾ #DistractedDriving
U Drive. U Text. U Pay. 2021 Social Media Playbook 6 of 15
Social Media Content
This section contains shareable social media content for the U Drive.
U Text. U Pay. campaign. Provided on pages 11-14 are downloadable
graphics with accompanying suggested posts that you can use or
use as inspiration when sharing on your social media channels.
Facebook/Instagram
On the left are two sample social
media posts, one for Instagram and
Facebook, using a square-shaped
graphic and one for Twitter, using a
rectangular graphic.
U Drive. U Text. U Pay. 2021 Social Media Playbook 7 of 15
On the following pages, you will see
additional graphics and post examples in a
variety of sizes for the campaign. Be sure
to consider which social media platform
your target audience typically uses when
you choose the graphics and post content.
Also, take into consideration that most
people use mobile phones when checking
their social media accounts. The graphics
in this playbook are optimized for mobile
platforms.
Content Organization
The social media content is organized into sections based on creative
concept. Both English and Spanish versions are provided for this
campaign.
English
¾ Equation – Pg. 11
¾ Ticket – Pg. 12
Spanish
¾ Equation – Pg. 13
¾ Ticket – Pg. 14
U Drive. U Text. U Pay. 2021 Social Media Playbook 8 of 15
Post Examples
Here is an example of how posts should look
when published.
1Suggested copy from this playbook.
2 Downloaded graphic from trafficsafetymarketing.gov.
U Drive. U Text. U Pay. 2021 Social Media Playbook 9 of 15
Sizes Available
Social media graphic sizes vary across the ever-changing
social media platforms. In this playbook we included five
different sizes based on suggested industry standards and
best practices. Most graphics are available as animated
versions on the trafficsafetymarketing.gov website.
Facebook/Instagram Posts1200x1200 (square)
Facebook/Instagram Stories1080x1920 (vertical)
Facebook/Instagram Posts1000x1200 (vertical)
Twitter Posts1200x675
U Drive. U Text. U Pay. 2021 Social Media Playbook 10 of 15
Animation vs. Static
Alongside the static graphics you see in this playbook, NHTSA also
offers animated versions for most campaigns in the same sizes.
According to social media experts, posts with an animated graphic
see 55% more engagement than those without and often generate
1200% more shares than text and static images combined.
(Source: Social Media Today)
Animated graphics are uploaded to social
platforms in the same way as static ones.
Follow the step-by-step instructions
provided by the platform during the upload
process to easily incorporate animated
graphics after downloading them from
trafficsafetymarketing.gov.
U Drive. U Text. U Pay. 2021 Social Media Playbook 11 of 15
Equation (English)
STEP
1 Download graphics.
Download the “Equation” graphic below at: Traffic Safety Marketing
Sizes Available:
Facebook/Instagram Posts1000x1200 1200x1200
Facebook/Instagram Stories1080x1920
Twitter Posts 1200x675
STEP
2 Combine with suggested copy below or feel free to draft your own:
Copy/paste one of the suggested posts below.
¾ Your distracted driving could mean someone else’s life. #JustDrive
¾ There were 3,142 distraction-related crashes in 2019, a 10% increase from 2018. #JustDrive
¾ When you drive distracted, your next text might be your last. #JustDrive
¾ Be smarter than your phone. #JustDrive
¾ There’s no text or notification worth risking a life. #JustDrive
U Drive. U Text. U Pay. 2021 Social Media Playbook 12 of 15
Ticket (English)
STEP
1 Download graphics.
Download the “Ticket” graphic below at: Traffic Safety Marketing
Sizes Available:
Facebook/Instagram Posts1000x1200 1200x1200
Facebook/Instagram Stories1080x1920
Twitter Posts 1200x675
STEP
2 Combine with suggested copy below or feel free to draft your own:
Copy/paste one of the suggested posts below.
¾ Make the right decision when you’re in the driver’s seat. Put your phone away. #JustDrive
¾ Your phone can wait. Safety can’t. #JustDrive
¾ Keep your eyes on the road and off your phone. #JustDrive
¾ All it takes is 5 seconds to change a life forever. #JustDrive
¾ Life can change in the blink of an eye. It’s all up to you. #JustDrive
U Drive. U Text. U Pay. 2021 Social Media Playbook 13 of 15
Equation (Spanish)
STEP
1 Download graphics.
Download the “Equation” graphic below at: Traffic Safety Marketing
Sizes Available:
Facebook/Instagram Posts1000x1200 1200x1200
Facebook/Instagram Stories1080x1920
Twitter Posts 1200x675
2 Combine with suggested copy below or feel free to draft your own:
Copy/paste one of the suggested posts below.
¾ Manejar Y Textear – La Vas A Pagar. #SoloManeja
Translation: U Drive. U Text. U Pay. #JustDrive
¾ Hubo 3,142 choques en 2019 relacionados con la distracción, un aumento del 10% desde 2018. #SoloManeja
Translation: There were 3,142 distraction-related crashes in 2019, a 10% increase from 2018. #JustDrive
¾ Cuando manejas distraído, corres el riesgo de perder tu vida, no solo recibir una multa. #SoloManeja
Translation: When you drive distracted, you risk your life, not just a ticket. #JustDrive
¾ Sé más inteligente que tu celular. #SoloManeja
Translation: Be smarter than your phone. #JustDrive
¾ Ningún texto o notificación vale arriesgar una vida. #SoloManeja
Translation: There’s no text or notification worth risking a life. #JustDrive
¾ Toma la decisión inteligente mientras guías: Guarda el celular y #SoloManeja.
Translation: Make the smart decision when you’re in the driver’s seat: Put down the phone and #JustDrive.
¾ Mantén tus ojos en la carretera y fuera de tu celular. #SoloManeja
Translation: Five seconds can mean the difference between life and death. #JustDrive
¾ Dondequiera que te dirijas, guarda tu celular si planeas manejar. Recuerda: Manejar Y Textear – La Vas A Pagar. #SoloManeja
Translation: Wherever you’re heading, put your phone away if you plan to drive. Remember: U Drive. U Text. U Pay. #JustDrive
STEP
U Drive. U Text. U Pay. 2021 Social Media Playbook 14 of 15
Ticket (Spanish)
STEP
1 Download graphics.
Download the “Ticket” graphic below at: Traffic Safety Marketing
Sizes Available:
Facebook/Instagram Posts1000x1200 1200x1200
Facebook/Instagram Stories1080x1920
Twitter Posts 1200x675
2 Combine with suggested copy below or feel free to draft your own:
Copy/paste one of the suggested posts below.
¾ Cuando manejas, guarda tu celular. Es la ley. #SoloManeja
Translation: When you’re driving, put your phone away. It’s the law. #JustDrive
¾ Tu celular puede esperar. La seguridad no puede. #SoloManeja
Translation: Your phone can wait. Safety can’t. #JustDrive
¾ Mantén tus ojos en la carretera y fuera de tu celular. #SoloManeja
Translation: Keep your eyes on the road and off your phone. #JustDrive
¾ En 5 segundos, una vida puede cambiar para siempre. #SoloManeja
Translation: All it takes is 5 seconds to change a life forever. #JustDrive
¾ La vida puede cambiar en un abrir y cerrar de ojos. Todo depende de ti. #SoloManeja
Translation: Life can change in the blink of an eye. It’s all up to you. #JustDrive
¾ Hubo 3,142 choques en 2019 relacionados con la distracción, un aumento del 10% desde 2018. #SoloManeja
Translation: There were 3,142 distraction-related crashes in 2019, a 10% increase from 2018. #JustDrive
¾ Ningún texto vale arriesgar una vida, sin mencionar una multa considerable. #SoloManeja
Translation: There’s no text worth risking a life, not to mention a hefty fine. #JustDrive
¾ Juntos, podemos hacerlo mejor. #SoloManeja
Translation: Together we can do better. #JustDrive
STEP
U Drive. U Text. U Pay. 2021 Social Media Playbook 15 of 15
NHTSA Contact
If you have questions about the U Drive. U Text. U Pay. campaign, please
contact Lori Millen at [email protected].